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The Impact of Contradicting Media Messages on Political Perceptions: The Case of a Partisan Dispute in Korea over Lifting Ban on U.S. Beef Imports
Unformatted Document Text:  THE IMPACT OF CONFLICTING FRAMES 15 significant predictors. In other words, in evaluating the president, the exposure to media frames did not moderate the impact of perceived government responsibility. In contrary, for trust in government, two of the three interaction terms were found significant predictors. Specifically, the exposure to television frames and newspaper frames moderate the impact of perceived responsibility on government trust, whereas online frames failed to play a moderating role. These results suggest that the exposure to television frames, which predominantly disapproved the government’s policy, strengthened the impact of perceived responsibility, whereas newspaper frames attenuated to some extent the importance of responsibility in evaluating government. Therefore, for example, those who held the government responsible became more critical of that government as a result of the exposure to television frames. Taken together, hypothesis 3 was partially supported. Discussion Since mass media is the primary channel through which average citizens are informed of political issues, the way a political affair is described by the media plays an important role in shaping people’s political attitudes. Although its impact has largely been supported by many experimental results, not many studies have tapped into real world issues and very few have tried to answer the question of whether a frame can survive in a competitive environment. In this regard, the results of this study provide empirical evidence of how conflicting frames interact with each other to affect citizens’ political perceptions outside the laboratory.

Authors: Lee, ByungGu.
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significant predictors. In other words, in evaluating the president, the exposure to 
media frames did not moderate the impact of perceived government responsibility. In 
contrary, for trust in government, two of the three interaction terms were found 
significant predictors. Specifically, the exposure to television frames and newspaper 
frames moderate the impact of perceived responsibility on government trust, 
whereas online frames failed to play a moderating role. These results suggest that 
the exposure to television frames, which predominantly disapproved the 
government’s policy, strengthened the impact of perceived responsibility, whereas 
newspaper frames attenuated to some extent the importance of responsibility in 
evaluating government. Therefore, for example, those who held the government 
responsible became more critical of that government as a result of the exposure to 
television frames. Taken together, hypothesis 3 was partially supported. 
Since mass media is the primary channel through which average citizens are 
informed of political issues, the way a political affair is described by the media plays 
an important role in shaping people’s political attitudes. Although its impact has 
largely been supported by many experimental results, not many studies have tapped 
into real world issues and very few have tried to answer the question of whether a 
frame can survive in a competitive environment. In this regard, the results of this 
study provide empirical evidence of how conflicting frames interact with each other to 
affect citizens’ political perceptions outside the laboratory.

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